The Impact of Big Data on Consumer Behavior

Big data significantly influences consumer behavior through advanced algorithms that analyze user data such as browsing history and purchase records. These algorithms create a comprehensive profile that predicts consumer preferences, leading to tailored recommendations and price discrimination. For instance, loyal customers may receive higher-priced suggestions, while new users often enjoy promotional discounts, creating a sense of injustice among long-term patrons. This realization has sparked a backlash among young consumers, who feel manipulated by the very systems designed to enhance their online experience.